INDIA- Westlife Foodworld’s McDonald’s India has unveiled a bold new twist to its classic burgers with the launch of the ‘Flavors of India’ themed burger offerings.
The new offerings are reimagined versions of McDonald’s McChicken, McAloo Tikki, and McVeggie burgers, albeit inspired by seven chilies sourced from different parts of India.
The flavors of the new offerings features a unique, Indian-inspired blend of Bhavnagri chilli (Gujarat), Jwala chilli (Chhattisgarh & Madhya Pradesh), Kolhapuri chilli (Maharashtra), Guntur chilli (Andhra Pradesh & Telangana), Byadgi chilli (Karnataka & Goa), Kanthari Chilli (Kerala), and Laungi chilli (Tamil Nadu).
The new burger offerings will only be available for a limited time.
According to the company, the chili-inspired remake of iconic McDonald’s burgers is part of its attempt to revitalize the brand’s presence in the Indian market by adding flavor elements that will resonate with its customers’ culture.
The inclusive, local menu offered by the new burger line is expected to strengthen the bond between the company and its customers by recognizing and celebrating India’s diverse spice culture.
Arvind R.P., McDonald’s India’s Chief Marketing Officer, said, “The new ‘Flavours of India’ McAloo Tikki, McVeggie, and McChicken burgers showcase McDonald’s India’s commitment to democratizing our menu and creating value for its fans. This is our way of giving consumers more reasons to enjoy their favorite McDonald’s burgers.”
“We are excited to introduce this new limited-time offering and bring the rich, diverse flavors of India to McDonald’s fans across the country.”
However, the launch of the new burger offering is viewed as the company’s attempt to reestablish itself in the market amid dwindling market share and revenue.
The new burger range was announced barely two days after Westlife Foodworld recorded an 89% decline in consolidated profits after tax to INR 32.5 million (US$388,412) for Q2 2024.
This decline is a reflection of the demand challenges faced by India’s quick service restaurant (QSR) brands caused by high inflation. Cash-strapped consumers have cut back on their spending, especially in rural areas, preferring to cook at home instead of eating out.
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